If you’re a life coach, a consultant, a trainer or a speaker chances are you’ve noticed there’s been a lot of changes in what makes people happily say “yes” over the last five years.  If you’re not paying attention to what’s changed and are hoping for things to somehow return to how they were a few years ago, well that’s not likely. 

 When you learn to adapt your message and your business to what people are looking for and are willing to pay money for – your opportunities expand. Adjusting to frequent change means paying attention to what you see and feel around you. Sometimes its subtle and making a minor shift can make a big difference in your business.

When you went through the training or education you rely upon to help your clients you probably didn’t get much information about how to get new clients. You probably didn’t learn how to swing with what’s new so you thrive rather than just keep your head above water. And when people change we have to change – even if it’s just a little bit.  Here are just a few changes I’ve noticed:

• We live in a DVR world, most people don’t want to have be in a meeting (webinar) at a certain time.
• Less people are geeked up about travelling to workshops/seminars. Gasoline prices are up and it’s easier to drive home and put on your sweats and cozy socks.
• Life coaches have become a dime a dozen. Many appear to offer the same cookie cutter services with no differentiation, “I help people figure out what theyr’re passionate about.” Blah, blah, blah…
• People want to feel they’re on top of things (a little bit), yet there’s a dizzying array of choices
• Direct marketing and network marketing businesses continue to surge as people feel they must create an income they can rely upon outside of their jobs.
• People pick and choose the information they’ll listen to – they don’t have to listen and deal with the opposing point of view.
• Information overload is everywhere you turn and people believe (right or wrong) they can get any info free.  For a prospective client to see your value has more to do with hiring you then almost any other single factor.

The internet has provided us with countless opportunities to learn about what’s available in the world.  On the other hand it’s shut the door on  some streams of income that perhaps used to be a slam-dunk in your business.  So, as a coach, consultant, speaker or trainer how do you fight back from the slow, steady decline that’s made your expertise and what you do seem less desirable to the people who need your services?

Unless you do something significant differentiate yourself from so many  others out there, you’re like one grain of salt on the California coast.  You go largely unnoticed by the people who should be paying you for your valuable services.

One highly effective way to differentiate yourself from others that will place you head and shoulders above the rest is to write a book.  It may sound “old school” but even in 2012 becoming an author is the best way to be seen as different and worth a second look.  A book:

• Gives people a significant glimpse into who you are and what you’re about. It says I have something important to say and I’m not afraid to say it.
• Positions you as an expert – more than blogs, websites, brochures and speaking.  I’m not saying you shouldn’t do those things – but a book raises you above the fray.
• Provides you opportunities to speak which also makes you look like an expert and gives you a way to sell your books. 
• Promote who you are and what you do – through radio and TV appearances, guest articles on heavily-trafficked websites and much more. 
• Makes you more in demand and helps you attract the kind of clients who will value what you offer and pay for your services.

I watched this during my 7.5-years working for a NY Times #1 bestselling author.  It may not be your aim to write a mega-book, but even a book with moderate success will create a platform for you to succeed as a coach, consultant or speaker who is respected and sought after.

You may be thinking, “But Denise, a book?  That’s a big deal.  I don’t know how to write a book.”  If you can write a few paragraphs or an article you can write a book.  I’m not saying it’s a slam-dunk, there are things to learn to write a book that helps people, and, leverages you and your income.  But you can do it.  There are people who can help you.  Um, I happen to know someone who’s really good at that.  *wink* 

The important thing about your book is to have something to say. Don’t simply write the platitudes of others who’ve gone before you.  Develop your own unique message that actually creates your special “brand” and will help you stand above others. 

Yes, writing a book is a big commitment. It’s something most people aren’t willing to do.  That’s why book authors are still in a special category of their own and always will be.

 The world opened up when my book came out. I became more in demand.  I was elevated to a higher stature than my peers – and I stayed there.  I raised my fees for marketing mentoring – four times in four years.  Fully 97 percent of coaches never make a full time income.  I’m solidly in the other three percent.

If you’ve been toying with the idea of writing your book - trust your instincts. Do you have some unique ideas to share? Or maybe it’s not so unique just a new spin on something old.  Be smart about it.  Arm yourself with the right knowledge that will make the book-writing process easier.  The right support will help you write a book that results in people looking up to you. You’ll be proud of your book for years to come. It actually becomes a part of your legacy as a professional.

Denise Michaels is author of the business bestseller, “Testosterone-Free Marketing” a business bestseller sold in 15 countries.  She’s also C.E.O. and Founder of the “International Book Writing Guild.”  She mentors people to write their how-to and personal growth book so they can position themselves as an expert and leverage their business income.